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ACCA Applied Knowledge · Business and Technology · Social and demographic factors

A multinational retailer plans to launch the same advertising campaign in several countries. Its marketing team finds that one country values group harmony and family loyalty far more than individual achievement. Which social factor is the team mainly analysing?

The team is analysing cultural values and norms. Attitudes to group harmony, family loyalty and individual achievement are social and cultural factors in PESTEL, and they influence how consumers respond to advertising. Inflation, subsidies and technology are economic, political and technological factors.

  1. ACultural values and norms of the target societyCorrect
  2. BThe country's rate of inflation
  3. CThe level of government subsidies
  4. DThe pace of technological change

Explanation

Attitudes towards group harmony, family loyalty and individualism are cultural values and norms, which form part of the social environment in a PESTEL analysis. Inflation, subsidies and technology belong to economic, political and technological factors respectively.

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